Rating: 
Summary: Important and Inspiring. Read it!
Review: This book is not just for business persons and environmentalists. It is for engineers, designers, architects, and anyone who cares about design and efficiency and doing things right. It critiques the current excesses of the capitalist world, and presents a vision of how things could be dramatically different. That vision rests on the inspiring notion of "radical resource efficiency". Read this book. Then get the decision makers in your company to read it.
Rating: 
Summary: Great SUbstance, Awkward Framework
Review: Natural Capitalism reads like two different books that have been fused together. One book is a serious critique of consumer culture and wasteful we drive too much, we buy too much, we throw away too much, we trample our biotic surroundings. The other book is a somewhat nebulous optimism over the future, as it is to be shaped by natural capitalism. This future should come to be because green is efficient, and efficient means profitable. This amalgam of warning and calm assurance ultimately doesn't work. It reads too much like a bridge book, one attempting to bring businesspeople over to the environmental camp. Much of the content, though, is great, especially the portraits of actual businesses making green practices work. But the broadly juvenile nature of consumer culture, the volatility and inequality spawned by global capitalism, the ridiculous power of large corporations, the necessity of creating smaller scales of economic activity, etc. Any firm grasp of our contemporary situation cannot afford to assume that market efficiency will ultimately deliver us to the promised land. But Natural Capitalism is definitely worth a look, simply for its richly researched examples
Rating:
Summary: A brilliant and practical guide to a sustainable future.
Review: This is one of the most important and valuable books I have read. Paul Hawken and Amory and Hunter Lovins have achieved a stunning feat. They show how the principles of a free market, plus a systemic understanding and valuing of natural and social capital, and the principles of 'lean thinking' can produce a 'natural capitalism' that will ensure ecological and social sustainability into the future, while building and spreading economic prosperity.
The authors demonstrate the huge opportunities that flow from using the market mechanism as it should be used, which requires that it operate within a framework of whole systems thinking and clarity about societal and environmental goals. In doing so, they sidestep much of the sterile argument between 'free marketers', 'environmentalists' and 'social activists' by demonstrating how the best principles of each can be synthesized into a coherent system.
As well as being a well-argued case for change, it is loaded with ideas and examples of radical improvements in efficiency, sustainability and profitability. The book has a series of relatively short statements of principle about the opportunities to operate in ways that are less wasteful, more environmentally friendly and better adapted to human needs. Each is followed by extended case studies to demonstrate that each principle is already in or entering the realm of practice. The examples cover transport, industry, town planning, domestic architecture and other arenas and are a treasure house of ideas for social activists and entrepreneurs alike.
The book is organized to show that:
* the contribution of natural capital - air, water, forests, recycling services and so on - to our health, wealth and happiness is not acknowledged by conventional economics. If its outputs were valued and the value capitalised, that value dwarfs industrial capital value and outputs. More to the point, there is no technological way, either known or on the horizon, of substituting for the services that natural capital supplies without charge. We are currently destroying or using up natural capital at an increasing rate and, in the process, producing unintended side effects that further damage natural capital in a vicious cycle. Profound changes in ways of thinking, accompanied by relatively simple changes in governance of society and commerce can redirect the market to work to build natural capital rather than destroying it. The first step is to recognize that natural capital is no longer (if it ever was) a 'free good', but is a scarce resource, to be treated as such
* technologies for dramatically reducing energy use and associated pollution from fossil fuel are rapidly approaching commercialization. The fuel cell, which uses hydrogen to produce energy plus water plus nothing else is a notable example
* even with existing proven technologies, the opportunities to reduce sheer waste in the use of energy are not simply incremental, but order of magnitude (the authors cite examples up to 90% of original use), essentially through taking a lateral and systemic approach to finding savings opportunities (using 'the logic of lean thinking'). The costs associated with harvesting these savings are often recovered in six months or less
* a systemic approach to design is crucial. Upwards of 80% of final capital and operating cost are determined before a brick is laid. The book is full of examples of how better thinking has produced superior end results with savings of over 90% compared with 'conventional' approaches
* much the same is true of human capital and, in the same way, a good deal of lateral thinking accompanied by some simple commonsense approaches to getting as much value as possible out of as little resource as possible, can produce dramatically better results both for people and the economy
* for a free market to operate consistently to the benefit of society and protection of sustainability, incentives and boundaries need to be consciously designed so that market operators are rewarded for operating in ways that benefit society. (By extension, the myth of 'the invisible hand' is just that - a comfortable but seriously misleading myth). While the 'free market' and free enterprise system are powerful tools for efficiently meeting economic and often societal goals, they are far from perfect. 'For all their power and vitality, markets are only tools. They make a good servant but a bad master and a worse religion...they can't do everything, and it's a dangerous delusion to...believe they can - especially when they threaten to replace ethics or politics.' At the same time, there are enormous opportunities for achieving economic, environmental and societal goals through well-designed use of market mechanisms (for example trade in sulphur or carbon credits)
This stunningly good book can be read with profit in a number of ways. For example:
* entrepreneurs, even those with no interest in wider issues of the economy and society, should read it simply as a treasure house of ideas and examples of ways in which a little ingenuity, some lateral thinking and, above all, a capacity to see systemic relationships can open the door to highly profitable opportunities;
* managers of established and mature businesses will see major opportunities for cost reduction and profit enhancement - in ways that will also contribute to their broader corporate citizenship;
* politicians and policy analysts of all persuasions will find opportunities to broaden their thinking, and to find new and better solutions to deep-seated systemic problems;
* ordinary citizens will find many myths exploded and a clear rationale for action that they can take at a personal, local and national level.
The lesson of this book with respect to forecasting is simple and clear: No matter what future one believes in, building the principles of natural capitalism into our planning will make the foundations of society firmer. The best option for an uncertain future is the one that leaves most options open.
Rating: 
Summary: Changing the way we live, think, and buy
Review: In their environmental economics book, Natural Capitalism, Paul Hawkin, Amory Lovins, and L. Hunter Lovins address many current social and economic problems that contribute to the degradation of the earth and its natural resources. For each of the topics discussed, the writers examine current practices and their inefficiencies. From there, each topic is then re-evaluated and designed to embrace a more cost-friendly, people-friendly, and earth-friendly mentality that pervades the book as a whole. The preface explains that the book is full of solutions for changing the practices (and thus the future) of our country, but it is not about "fixes." As the authors explain, Natural Capitalism is a book full of ideas that, if executed correctly, can transform institutions and our country as a whole. It also clearly admits that all of the solutions offered must come with an understanding that we must change the way we live, think, and buy. In the end, the problem lies not with the products we use but in the values we choose to uphold. Each chapter provides detailed examples of current systems of production, and other aspects of capitalistic economy, along with environmentally responsible alternatives for current practices.
The authors contend that there are four types of capital that function in our economy. Human, financial, and manufactured capital all rely on the existence of natural capital, which is composed of resources, living systems, and ecosystems. Although it is the primary base for all economic activity, natural capitalism is taken for granted. The following are the four primary changes of natural capitalism that the authors feel need to occur: 1) Radical resource productivity, 2) Biomimicry, 3) Service and flow economy, and 4) Investing in natural capital. The authors use these four guidelines in each of their examples of inefficiency. The authors recognize that inefficiency, or muda, is at the heart of current environmental problems and their proposals seek to decrease the muda that capitalism produces.
One example of reducing muda and using the four guidelines lies within the lumber industry. In order for radical resource productivity to take place, a company must focus on using resources more efficiently. For the lumber industry, this includes the introduction of a honeycomb type material that creates structural support, but requires less material. The main part of the material is the space in the wood, not the actual density of the wood, thus conserving the resource. For biomimicry, or the elimination of waste, the lumber industry could use the leftover wood to form a wood composite that is equal, if not stronger, than the original wood. To alter the flow and service of their industry, lumber companies should begin to recycle wood as opposed to using raw materials each time. For example, collecting and reusing the shipping pallets would utilize fewer resources. Finally we should invest in natural capital by using less of nature's resources, in this situation, trees. We could greatly reduce paper use if we consumers relied more heavily on the transfer of computer-generated text in place of paper.
A second example focuses on cars and the enormous influence the automobile industry exerts on the world. The automobile industry is responsible for excessive muda as a result of its inefficient practices and products. Because of automobiles, we pave roads, deal with the negative effects of air pollution, reshape our communities, burn large amounts of oil, and create huge amounts of scrap materials, thus creating muda. The authors do an excellent job examining the complex nature of this particular industry, which is appropriate, since most Americans have no idea how greatly cars affect their lives. In this chapter, the authors outline exactly what needs to happen to cars in order to make them more efficient. Included in this outline are the following ideas: that cars need to weigh two to three times less than they do now, that they need to be redesigned to be ultra-low-drag, and that the energy being used to move this new car be cut in half. In order to do this we must use new materials to construct cars, redesign the shape, and use hybrid-electric engines. Cars made of steel frames are needlessly heavy and inefficient; even the most modern automobile is "embarrassingly inefficient: of the energy in the fuel it consumes, at least 80% is lost, mainly in the engine's heat and exhaust, so that at most only 20% is used to actually turn the wheels." Hybrid cars, on the other hand, dramatically increase efficiency and durability, resulting in less muda and consumption.
Overall, our experience reading this book was positive. The authors strongly supported their arguments by citing facts. Their description of complicated manufacturing and natural processes demonstrated the depth of their research. We have a great deal of respect for the authors' ideas and hope that someday they will be put into practice. Regardless of all their proposed solutions, most important is that the authors identified the root of our environmental crisis: our values and our mentality. It should not be left to technology to fix our problems so that we may continue to live gluttonous lifestyles without consequence. Technology simply offers tools. Nearly every environmental issue discussed in Natural Capitalism was improved by simplification or decreased consumption, not merely technology. Our current mentality is growth-oriented, so it is difficult to provide tools to reduce consumption and increase efficiency. Natural Capitalism is a great book because
Rating:
Summary: Important, but not Ground-Breaking
Review: The hype surrounding "Natural Capitalism" is mis-leading. This so-called "Bible for the next Industrial Revolution" resembles more of a glorified environmentalists' State of the Union address. Regardless, "Natural Capitalism" deserves a reading.
The majority of the book is dedicated to strict facts and analysis of current inefficiencies rampant in the backbone of our Western markets. The middle 2/3 of the book reads almost like a laundry list as it browses through the production of fresh water, agriculture, energy, fiber/paper, chemicals, and their wasteful habits.
The thing I yearned for throughout the book was a comprehensive theoretical analysis of where we can go from here, yet the book hardly touched the question. The endless examples of company's and markets becoming more efficient WHILE becoming more environmentally friendly was nice, but I sat wanting a broader hypothesis of macro-economic implications of these practices. This is why the book is not revolutionary in any way; it states itself on the last page that the key is not new theories, but common sense. Without being pedantic, I believe the purpose of the authors is misleading throughout most of the book.
The argument in the book is not an overhaul of any economic system, yet a re-prioritization of assets within the capitalist markets. So much for revolutionary; this is what environmentalists have been preaching for decades. The only difference is Hawkins, and the Lovins' achieve a thicker integration of environmental-friendly values, and business practice. The notion of treating resources as actual assets and capital was fascinating, but the authors never followed this idea further than stating it. "Natural Capitalism" focuses almost all of its effort to prove that companies can become more efficient while also being less wasteful.
Although broader theoretical implications are mentioned, they are generally left up to the reader to imagine or research further. Despite the mis-leading title and purpose of the book, it is enlightening for any green student of business or economics. Although the endless facts, ratios, and percentages can become tedious, they create a strong credibility and are useful for research purposes.
The book is definitely important and worthwhile, but the reader must understand what it is, and what it is not. Unfortunately the reader typically doesn't figure this out until halfway through the book, if ever.
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Summary: Wonderful Read; Also buy When Corporations Rule the World
Review: I think this is an extremely important book for young readers who need insight into better ways to do sustainable business, or for young readers who want a more holistic approach to business.
I say "young readers," because I believe the book appeals to the idealism of youth. You won't find Dick Cheney with a copy of Natural Capitalism on his nightstand, but you will find text from this book in business schools across the country, influencing a new generation of thinkers.
I have had long conversations with Hunter Lovins, one of the authors of the book, and she has very unique perspectives on many problems, causes and solutions in our modern world, which she is able to articulate memorably -- a hallmark of the book.
However, I believe that you should read this book in tandem with David Korten's book, When Corporations Rule the World. Korten's book tempers the ideas of Natural Capitalism with realistic depcitions of the devastating consequences of human avarice, a basic tenet of capitalism.
If anything, Natural Capitalism is a wonderful read. It is brimming with facts that leave your jaw hanging.
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Summary: Not the environmental economics bible people seem to think
Review: Paul Hawken and the Lovins have teamed up to provide one of the best overall books on "Natural Capitalism" which offers a whole new approach to the way in which we do business. For too long we have taken natural capital for granted, squandering our natural resources and unleashing an unhealthy array of by-products which have further contaminated our world. It is time to add natural capital to the ledger sheets, properly balancing our record books. But, far from being a screed the book is meticulously researched with extensive notes and references to help guide your own research into the subject. Everything from the Toyota Production System, which offered a leaner, much less wasteful approach to auto manufacturing, to the Hypercar which offers a hybrid-electric propulsion engine which would result in much greater fuel effeciency are illustrated. It is this lean thinking which the authors think will revolutionize the industrial sector, making for the greatest breakthroughs since the microchip revolution. What is most heartening is that major companies such as Ford Motor Company and Carrier Air Conditioning are adopting these practices and making them work. They are doing so because it saves money and provides them with endless growth possibilities. The authors support the lease-use system which puts the onus on the manufacturer to produce better products and maintain them throughout their service to the user, the so called "cradle to cradle" concept. New materials are resulting in much lighter and more efficient components that would reduce our dependency on foreign oil, and in time phase out petroleum products all together. Too good to be true you might say, but this is the shape of things to come once we get past the tired old dogmas that have greatly limited our economic potential. The authors show how regressive tax policies and federal subsidies have greatly handicapped our productivity and they encourage political leaders to rethink the way we hand out incentives for better business practice. This book will give you a whole new lease on life, and encourage you to rethink the way you live.
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Summary: US needs to realize one thing
Review: Natural Capitalism is truly a mind-boggling read. The picture it paints is that we could totally turn America, or even just your city or company, around in very little time, from being wasteful and inefficient, to being streamlined.
Numerous incredible examples are given throughout the book of companies and cities and countries that have questioned the status quo way of doing things, and by doing so have increased profit, decreased waste, and generally made the quality of living and working so much higher.
Natural Capitalism is a well researched and cited book. It isn't a tree-hugger bible, it's a perfect example of the cliche phrase "you need to think outside the box."
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